Launched in 2006, the GATSBY CREATIVE AWARDS event, now in its 11th year, has grown into one of Asia’s largest video commercial competitions for students aspiring to be a professional video creator as well as entry-level students, focusing on GATSBY, the men’s grooming brand from Mandom, as the subject for shooting.
The company invited students from 8 countries and regions — Hong Kong, Indonesia, Japan, South Korea, Malaysia, Mongolia, Singapore, Taiwan, Thailand and the United States — to submit their works for the 11th contest. Singapore participated for the first time. A total of 1,472 works were submitted during the application period.
Twenty-five works were selected through the first elimination process by experts and popular voting taken on the web for the final round held at Quest Hall in Harajuku, Tokyo, on January 28.
The Standard CM Category Award and the Character Award went to Cho Kakkoii, a team of students from Temasek Polytechnic in Singapore, for its work capturing the craziness and fun behind magical transformation with the use of GATSBY Hairwax. The team received a total of 200,000 yen in prize money.
Title: Cho Kakkoii (So Cool!)
Team: Cho Kakkoii (Singapore)
School: Temasek Polytechnic
In this commercial video, a scene in which the product is used is excellent, with men rubbing their hands sublimated into entertainment. This makes the work attractive and appears to have been highly appreciated by judges. Two men standing side by side and rubbing their hands at the end of the work look a little bit silly but are cute.